BUSINESS PLAN:
“We up cycle second-hand clothes into stylish, modern designs.”
ሰም – Threads of Light & Hope
1. Executive Summary
ሰም is a fashion upcycling brand founded by a team of four passionate young
women in dire dawa ethiopia with a vision to make style sustainable, affordable,
and deeply rooted in culture. We transform oversized second-hand clothing
(Selbaj) into modern, trendy garments without losing their soul. Our process is
more than recycling—it’s upcycling: adding value, character, and history to every
piece.
Our mission is to create clothing that is accessible to all while preserving
traditional artistry and modern innovation. Every Sem garment tells a story—of
renewal, hope, and the beauty of what’s already here.
2. Vision & Mission Statements
Vision:
By 20305, ሰም will be Ethiopia’s leading sustainable fashion brand—making
unique, stylish clothing accessible to everyone, inspiring a culture where upcycling
is not just a trend but a lifestyle.
Mission:
We breathe new life into forgotten fabrics, creating clothes that honor tradition
while embracing modern design. Our work blends sustainability, affordability, and
creativity to deliver garments that carry meaning, beauty, and hope.
3. Business Description
Business Type: Up cycled fashion design & retail
Founders: Etsubdenk Birara, Arsema Solomon, Baemnet Muluken, Bethlehem
Yonas
Location: Dire Dawa, Ethiopia
Target Market: Youth and young adults (16–35), fashion-conscious but budget-
aware, living in hot climate regions and it can be wearable in everywhere.
Product: Unique fashion items made from reworked Selbaj clothes — including
corsets, tops, skirts, trouser and dresses.
4. Business Overview
ሰም is more than a clothing brand; it is a movement. Our name, ሰም (“thread” in
Amharic), symbolizes connection—between past and present, between people,
between fabric and life.
We specialize in:
Upcycling oversized, unused, or second-hand clothing into unique,
fashionable pieces.
Combining visible mending as art, multi-way wear designs, and fabric
fusion to create functional, stylish, and sustainable clothes.
Telling the story of each garment to connect customers emotionally to their
purchase.
We balance modern silhouettes with local craftsmanship, making each
product homegrown yet global in appeal.
5. Objectives
Launch our first clothing collection within 3 months.
Establish a strong presence on social media and local markets in Dire Dawa
within 1 year.
Recycle and up cycle over 2,000 Selbaj garments by the end of year 2.
Expand to regional pop-ups and fashion expos across Ethiopia by year 3.
Hire and train at least 10 local women as sewing assistants and creative
partners by year 5.
5. Product Line
Raw Material: Second-hand large or oversized clothes (shirts, trousers, dresses)
sourced from local markets.
Finished Products: Corset tops Mini & maxi skirts Reworked dresses Two-piece
sets Streetwear-inspired casual fits
6. Unique Selling Points (USP)
Visible Mending as Art – Instead of hiding repairs, we make them a design
highlight using embroidery, patches, and creative stitching.
Multi-Way Wear – Garments designed to be worn in different styles (e.g.,
reversible jackets, adjustable skirts).
Storytelling Process – Every garment comes with a tag telling its
transformation journey, adding emotional value.
Fabric Fusion – Combining modern fabrics with Ethiopian traditional
textiles(like ነጠላ and jeans)
Local Roots, Modern Appeal – Designs reflect Ethiopian culture while
staying relevant to global fashion trends.
7. Market Analysis
Target Market:
Young adults (18–35) seeking unique, affordable fashion.
Parents looking for stylish, eco-friendly children’s clothing.
Environmentally-conscious buyers.
Market Opportunity:
Rising awareness of sustainable fashion in Ethiopia and worldwide.
Large availability of oversized and unused clothing in local markets.
Increasing demand for affordable yet unique fashion pieces.
8. Operations Plan
Process Flow:
Sourcing – We purchase oversized or unused clothes from local second-hand
markets and also accept donations.
Design Selection – Our team sketches transformation ideas, considering trends and
customer needs.
Pattern Making & Cutting – Using sustainable pattern techniques to minimize
waste.
Upcycling – Adding visible mending, fabric fusion, and adjustable features.
Finishing & Quality Check – Ensuring every piece meets our quality and comfort
standards.
Story Tagging – Adding a unique story tag to each garment.
8. Distribution & Delivery Strategy
Online Shopping Platforms:
Our primary selling platforms will be:
Telegram (private channel or group for product drops, order taking, and customer
interaction)
Instagram (visual catalog, DMs for orders, stories for updates & live selling)
Order Process:
Customers place orders via Telegram or Instagram DMs.
Confirmation message with payment info and delivery details will be sent.
Once payment is confirmed, order is processed and shipped.
Local Delivery (Dire Dawa):
Orders within the city will be delivered via local delivery services or pickup
options (e.g., prearranged location like near a studio or popular area).
Delivery time: Same day or next day.
Nationwide Delivery:
For customers outside Dire Dawa (Addis Ababa and other cities), we will
collaborate with Ethiopian delivery companies (Post Office services).
Delivery time: 2–4 days, depending on distance.
Flat delivery fee or customer-paid shipping (depending on location and order
size).
Future Plans:
Launch a simple website with order tracking and mobile payment options.
Partner with local boutiques or fashion pop-ups in other cities to sell select
pieces.
9. Marketing Strategy
Brand Positioning: Affordable. Stylish. Sustainable. Rooted in tradition.
Tactics:
Social Media Campaigns – Before & after transformation reels, customer stories,
styling tips.
Storytelling Content – Sharing garment journeys online.
Community Workshops – Teaching basic upcycling skills to engage the
community.
Slogan Ideas:
“Worn Once, Loved Forever.”
“Threads that Tell Stories.”
“Fashion with a Past and a Future.”
10. Impact
Reduce textile waste
Promote sustainable fashion
Empower young women entrepreneurs
Support circular economy
Why It Works
✅ Cost-effective: Buying selbaj is cheap (50–300 birr)
✅ Eco-friendly: We're upcycling clothes and reducing textile waste
✅ Trendy: Corsets, crop tops, and sets are high in demand
✅ Local touch: Styles are made to suit Dire Dawa’s heat and vibe
✅ Business potential: Low startup cost, high creativity, big impact
11. Operations Plan
Location: Home-based workspace transitioning to a small studio
Materials: Selbaj clothes (sourced weekly), sewing supplies, design tools
Production Flow:
Selection of Selbaj materials
Pattern-making & cutting
Sewing & fitting
Branding (tags, packaging)
Marketing & sale
12. Team Roles
Baemnet Muluken – Finance & Procurement
Etsubdenk Birara – Creative Director & Design Lead
Arsema Solomon– Marketing & Branding
Bethlehem Yonas– Production Manager & Quality Control
13. Budget + Cost Estimation (Simple version)
Item Est. Cost (ETB)Selbaj materials (30–40 pcs) 2,000
Sewing tools/supplies 1,500
Transport 500
Marketing (poster, IG ads)500
TOTAL4,500 ETB
Financial Plan
Startup Costs:
Selbaj clothes stock: 500-1000 ETB
Sewing materials & tools: 2000 ETB
Branding & marketing: 1,000 ETB
Revenue Model:
Sell each upcycled item at 400–800 ETB
Target to sell 50 items in first 3 months
Break-even: Expected within 4–6 months
Financial Overview
Startup Costs: Sewing machines, cutting tools, fabrics, marketing.
Revenue Streams: Direct sales, custom orders, children’s line, workshops.
Projected Growth: Expand from local to national in 2 years, potential export in 5
years.
14. Future Plans
Children’s Collection – Stylish, sustainable kids wear from up cycled fabrics.
Customer Clothing Transformation Service – Clients bring clothes they no
longer wear, and we redesign them into something fresh.
Custom Upcycling – Buying clothes directly from customers and turning them
into unique designs of their choice.
15. Up cycling vs Recycling
Recycling breaks down materials into raw form to make new items—often losing
quality.
Up cycling, what we do, keeps the original fabric, adds creative value, and makes
it more desirable. Our pieces retain their texture, history, and character while
becoming something entirely new.
16. Conclusion
is not just a brand—it’s a promise to reimagine fashion sustainably, to honor
culture, and to empower communities. We’re not here to follow trends; we’re here
to create a movement. With your support, we can transform wardrobes, reduce
waste, and inspire a new era of Ethiopian fashion.